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All inclusive–why fashion fairs like Panorama Berlin count

by Julia Mönnich — January 19, 2018

Although digitalization is blowing through the fashion business like this week’s thunderstorm "Friederike" trade fairs such Panorama Berlin still play an essential role for the fashion sector. ‎"Panorama Berlin is an important marketplace–for newcomer labels such as our label as well as for big players," said Ibo Ücel, founder and managing director, Kleinigkeit. Jessica Werner, young fashion and modern women buyer from Leffers in Wilhelmshaven underlined the show’s importance as well: "There is no doubt for us visiting this fair because there is no other place where you can inform yourself so widely and meet so many people.”

Photo: Julia Luka, Lila Nitzschke

Nova at Panorama Berlin

But it becomes more and more obvious and is heard on almost every booth that retailers demand "all-‎inclusive packages" from the brands. That means: the brands should take over as much as they can and should make the business for the retail-side as easy as possible–like it is well known from the final customer's side... One brand that plays this card very well, for example, is PME Legend.

Photo: SI Team

PME Legend booth

As much as possible is cared for the by the Dutch to facilitate business for their customers–from NOS over merchandising, TV spots and Facebook activities to teaching the staff. "And that is why we are so successful," Florian Schmitten, brand promoter, PME Legend says. Oliver Feske, owner of P4 Marketing, offers another way of simplifying retailer's life with his "Superstore" by putting together diligently composed assortments of accessories; in the end this comes down to the same principle–offering retailer-oriented solutions.

Photo: NOSHE

Community Area at Panorama Berlin

Also, mannequin producer Hans Boodt Mannequins thinks that joining the Panorama Berlin was the right decision: "Fairs like Euroshop are visited by the companies' merchandising teams, but Panorama is the place where we meet the company owners," Daniel Walter, sales manager Germany, said.

Photo: SI Team

Hans Boodt Mannequins

XOOM, an ordering fair for the green fashion industry was integrated into the Panorama for the first time‎. "We are satisfied with this solution," Holger Schadt, managing director, Feuervogl, and store owner of Another Love in Würzburg, said. He chose this fair to present his collection, because of the coexistence of non-ecologic brands. "We want to be seen as a fashion label, that is why we want to get closer to conventionally made labels," he admited. Although the traffic could have been a little bit higher, he plans to return in summer.

Panorama, established in 2013, provides jeanswear, womenswear, menswear, footwear, accessories as well as lifestyle products such as bikes, showcasing about 800 exhibitors in Berlin's Exhibition Centre. The next edition will be held July 3-5, 2018.